the next generation of giving in...

The Next Generation of

Giving in Canada

MIKE JOHNSTON PATRICIA TYNAN

hjc Blackbaud

AT BLACKBAUD HOMETOWN

TITLE

AT BLACKBAUD HOMETOWN

TITLE

Lubbock, Texas

Marketing Manager, Canada

Patricia Tynan@thefuturescout

Toronto ,Ontario

Partner Founder

Mike Johnston@hjcnewmedia

525 + Partner

Make everything as

simple as possible,

but not simpler.

Albert Einstein

Photo Credit:

https://www.goodreads.com/author/show/9810.Albert_Einstein

WHY GENERATIONAL GIVING?

Civics: before 1946, 73+

Baby Boomers: 1946-64, 54 - 74

Generation X: 1965-1980, 38 - 53

Millennials: 1981-1995, 23 - 37

Generation Z: 1996 and beyond, so young!

Methodology

▪ Survey instrument developed and refined from 2010 and 2013 surveys – identical methodology

▪ Online survey of 971 Canadian Donors – excluding Quebec

▪ Adults 18+ who report donating to a charitable cause in the last 12 months (excluding children’s schools, places of worship, trade unions, alma maters)

▪ Conducted January 9-28, 2018 using an established industry sampling partner, consisting of opt-in research participants

▪ Follow Insights Association/industry best practices

▪ Data is self-reported, not transactional

Survey

Method

bigstock-opera-diva-21924536.jpg

DRAMATIC OVERSIMPLIFICATION OF GIVING TRENDS

X-BOOM: Canadian Giving superheroes for the near future

SO WHAT STRATEGIES

AND TACTICS DO YOU SEE

AHEAD OF YOU AFTER

SEEING THE BIG PICTURE?

Gen Y

Animal Welfare

Mature

Healthcare

Gen X

Children

Boomer

Arts

Canadian Generational Giving Priorities

blackbaudinstitute.com

HEY DAN PALOTTA, CANADIAN DONORS PRIORITIZE FINANCIAL STEWARDSHIP…

Matures: Easily

annoyed by the

ask

Boomers: Like

to prioritize their

giving

Gen X: Hard to

get their

attention

Millennials: Like

to direct their

donations

Gen Z: I want to

be cultivated

“….”

“….”

“…..”

“…”

“….”

Generational Exercise:

• You are a copywriter for your social impact organization

and you’ve been asked to write an email to a

generational cohort…

• Take a few minutes and write the opening paragraph in

your email. It can be a solicitation, an advocacy email,

whatever you’d like

• But we want you to make sure that you think through

the representative generational statement and let that

influence your writing

• When you’re done – share with those around you.

SOCIAL

TECHNICAL

ECONOMIC

ENVIRONMENT

POLITICAL

• Accessibility - Apps, Donor Info

• Communications – SMS, Social

• Response time – Text to Give

• Collaboration

Trend: Technology Smart or Mobile Phones

Enhance

• Data - Text, Photos, Videos, Donor

Information!

• Money – mobile payments

Retrieve

• Letters, The Art of Writing

• Movements to “Unplug”

• Security Concerns

Reverse

• “Land line” Phones, Computers, Cameras

• Money, Credit Cards

• Privacy and anonymity

• Permanence of “place” work or home

Make Obsolete

GEN Z

84% DONATED

70% VOLUNTEERED

3 of the top 10 fundraisers for the

Canadian Cancer Society four years ago

were under 15

Do you have a generational fundraising

plan for Gen Z?

SOCIAL + TECHNOLOGY =

GAMERS

Players and fans raised $13 million for

the Breast Cancer Research Foundation.

$250,000 War Child Campaign ... Armistice Day

[Image: Activision Blizzard]

TECHNOLOGY DATA

Know Your Donors.

Scoring frameworks

Dashboards

Measuring outcomes and impact

Transparency and accountability

Smart AI

Chatbots

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01101001 01110000 01100101

01100100 01101001 01100001

01010111 01101001 01101011

01101001 01110000 01100101

01100100 01101001 01100001

01010111 01101001 01101011

01101001 01110000 01100101

01100100 01101001 01100001

01010111 01101001 01101011

01101001 01110000 01100101

01100100 01101001 01100001

ECONOMIC – HYBRID ORGS

New organizational models require

“new” systems.

Graphic Credit: Stanford Social Innovation Review

http://www.ssireview.org/articles/entry/in_search_of_the_hybrid_ideal

POLITICAL/REGULATORY

The one thing you can be certain of?

Taxes

The one thing that is still open for

interpretation?

CASL

GDPR

Photo Credit: Lara Wong

CASE STUDY

We Day—along with associated brands

Me To We and Free The Children—is

dedicated to the proposition that young

people must be taken seriously as a

potent source of positive change.

Trend Exercise:

• You are your social impact organization’s

trend expert and you have been tasked with

leading a trend analysis of one key topic

(technology, etc.)

• Make four categories on a sheet of paper:

enhance, reverse, retrieve, make obsolete

• Work in pairs or some groups if you’d like on

a common subject

ACTING ON

TRENDS

CASE

STUDY

How do you add

Generational

Responsibility?

• A CGO – Chief Generational Officer

– a generalist who provides strategy and

integration to other executives and the

organization from a generational

perspective

• Giving all current executives an

expanded responsibility that must include

generational thinking

• Concentrating generational strategy and

tactical leadership with the CMO, CTO

(data), and CDO positions

How does leadership generation-proof their organization?

• Hire managers/directors who understand the role of generational giving/engagement

• Training staff who need to incorporate generational thinking into their work (at least read Next Gen!)

• Uncover generational champions

• Assign them to review whether the organization has the staff (skills), structure, technology and culture to make a generational shift – or to add more generational strategy and tactics

• Give leadership and managers the ‘room’ to add generational thinking to their work

• Create generational pilots that can be:

• Tracked over time

• Used to test generational messaging/offers

• Used to test generational channel choices

• Used to test the ROI for generational tactics and strategies

A generationally-focused fundraiser

They gathered data over three years…

What do you see and what might it tell you to do moving forward?

It might say concentrate more resources on older donors. It may say concentrate on some channels over others… But Chris needed to dig deeper

$140

$185

$251 $261

$-

$50

$100

$150

$200

$250

$300

Gen Y Gen X Boomers Civics

Lifetime Value (LTV)

Gen Y Gen X Boomers Civics

78%

16%

5%1%

23%

36%

45% 46%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Gen Y Gen X Boomers Civics

F2F Current Generational Mix

% of Total Donors Retention (after 37 mo.)

0.9

1.2

1.7 1.7

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

Gen Y Gen X Boomers Civics

ROI after 3 years

Gen Y Gen X Boomers Civics

He added more generational testing

He saw considerable difference in cross sell rate

A Dutch Charity – generational study

•20-30 years: a retention percentage of approximately 57% after 12 months.•30-40 years: 69% after 12 months•40-50 years: 71% after 12 months•50+: 80% after 12 months.

Generational testing of messaging

A generational-content approach from July to September 2018; in multiple countries; reaching 8 million individuals; with almost 70,000 taking action

300 million hierarchical pattern recognizers

recursive probabilistic fractal

Generational Click Rates

Generational Conversion Rates

How do you build different generational funnels?

MOBILISATION /funnel view

IT TAKES

DARKNESS

TO SEE

LIGHT

GENERATIONAL TACTICS TO TAKE HOME

1. Gather age data and results and share it internally

to begin a conversation

2. Ask acquisition agencies you may hire to

incentivize older donors

3. Do you ask acquisition agencies to exclude younger

donors e.g. we won’t pay for anyone under X

4. Test, pilot, and massage channels and approaches

by generation to maximize programs

Be sure and visit the Blackbaud Institute for your copy of the Next Generation of Canadian Giving 2018!

And to learn what actions/initiatives you can take with Next Gen in your hand:

www.nexgencanada.org – NO T!

Mike Johnston

mjohnston@hjcnewmedia.com

@hjcnewmedia

www.nexgencanada.org

Patricia Tynan

Patricia.Tynan@blackbaud.com

@thefuturescout